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The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.

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Consumer Goods

Digital-Native FMCG Brand Disruption

Timeframe: 5-15 year disruption cycle across major categories

What's Changing

Traditional FMCG giants being disrupted by digitally-native brands using targeted advertising and automation

Driving Forces

Digital advertising more cost-effective than TV for targeted demographics

Consumers increasingly willing to switch from established brands

Automation enabling smaller companies to achieve scale economics

Social media creating viral product discovery outside traditional marketing

Winners

  • Automation-enabled manufacturers with digital marketing expertise
  • Retailers seeking higher margins from alternative suppliers
  • Consumers getting better products at lower prices
  • Digital marketing platforms capturing advertising spend

Losers

  • Traditional FMCG giants with TV-advertising focused strategies
  • Retailers dependent on major brand traffic and promotions
  • Traditional advertising agencies focused on mass market campaigns
  • Distribution models built around major brand relationships

How to Position Yourself

1

Combine automation manufacturing with digital-first marketing

2

Focus on specific demographics rather than mass market

3

Partner with retailers offering better margin sharing

4

Move at speed of culture and platform changes

Early Signals to Watch

Major retailers promoting private label alternativesDigital advertising ROI consistently beating TV in FMCGTraditional brands losing market share to challengersManufacturing automation costs reaching parity with outsourcing

Example Implementation

“Monday Haircare becomes #1 hair care brand on TikTok and overtakes Pantene in Australian retail sales within 3 years using pink bottle design and targeted social media”

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